Google is expanding its use of artificial intelligence (AI) technology into the realm of fashion shopping. Through its “Search Generative Experience” (SGE), the search giant plans to test AI in order to improve the intelligence and responsiveness of search results. Selected users will participate in these tests via Google’s Search Labs.
Google currently facilitates over a billion shopping sessions each day, and clothing is one of the most popular categories. However, finding specific items can be challenging as users often struggle to accurately describe what they’re looking for. This is where AI comes into play. Google aims to enhance the search experience by leveraging AI, making it faster and more seamless.
Instead of solely relying on matching specific words or phrases, the AI-powered search will possess a deeper understanding of the user’s search intent. This development showcases Google’s longstanding commitment to AI, with its parent company Alphabet investing heavily in the technology for nearly a decade.
Google has previously integrated AI into features like Google Lens, which enables users to search using text and images. However, by delving deeper into AI, the company seeks to improve the quality of search results and assist with more complex searches.
The adoption of AI in the fashion shopping experience aligns with a growing trend in the industry. Fashion giants of all price ranges have been embracing AI, particularly through virtual assistants powered by ChatGPT, developed by OpenAI and backed by Microsoft.
Lilian Rincon, Google’s Director of Product for Consumer Shopping, articulated that the ultimate goal is to offer users more natural and intuitive ways to receive product recommendations, akin to the assistance one would receive from a knowledgeable store associate or personal shopper at a mall.
Given Google’s substantial investment in AI, their decision to test the technology for shopping comes as no surprise. The company intends to leverage AI to enhance the search experience, enabling users to find desired products in a more seamless and efficient manner. As AI continues to evolve, we can expect further integration of this technology into various aspects of our daily lives, including the way we shop for fashion.
Useful Links:
1. Google AI
2. Microsoft AI for Business
